As soon as once more, Google has pushed again its deadline to deprecate third-party cookies in Chrome, this time till 2024.
Google initially introduced they’d part out cross-site monitoring cookies in early 2022. Final yr, that plan was delayed to 2023 with the introduction of Matters, which changed FLoC as their various resolution. On July 27, 2022, the search big postponed once more, asserting the loss of life of the third-party cookie in Chrome has been rescheduled for the second half of 2024. (Mark your calendar.)
Chrome’s Third-Celebration Cookies Will Keep … for Now
In a weblog submit, Google’s VP of the Privateness Sandbox Anthony Chavez wrote that the delay was spurred on by “enter from builders, publishers, entrepreneurs, and regulators” throughout the trade:
“Essentially the most constant suggestions we’ve acquired is the necessity for extra time to guage and check the brand new Privateness Sandbox applied sciences earlier than deprecating third-party cookies in Chrome. This suggestions aligns with our dedication to the CMA [the UK’s Competition and Markets Authority] to make sure that the Privateness Sandbox offers efficient, privacy-preserving applied sciences and the trade has ample time to undertake these new options. … For these causes, we’re increasing the testing home windows for the Privateness Sandbox APIs earlier than we disable third-party cookies in Chrome.”
– Anthony Chavez, VP of the Privateness Sandbox at Google
Google’s Up to date Timeline
It’s clear each Google and the ecosystem at massive have been feeling the stress of the looming deadline. Now, each builders and the general public can have extra time to check the brand new privateness options Google has been constructing as a part of its Privateness Sandbox initiative.
Right here’s a abstract of Google’s up to date timeline and what it entails:
- August 2022 – Privateness Sandbox trials develop to tens of millions of Chrome customers globally (they’re already obtainable to builders for testing)
- Q3 2022 via Q2 2023 – Trial populations are progressively elevated
- Q3 2023 – Privateness Sandbox APIs are launched and customarily obtainable in Chrome
- Second half of 2024 – Third-party cookies will start to be phased out in Chrome
What’s Subsequent for Accomplice Advertising?
As an advertiser, an important factor to recollect is that this: the loss of life of the third-party cookie has not been cancelled — solely delayed. If you’re not ready for the cookieless future, then you definitely simply caught a fortunate break. However the finish continues to be coming, and you will have a privacy-centric resolution if you wish to measure your advertising efforts within the years forward.
That’s the place we are available. The TUNE Accomplice Advertising Platform offers native server-side monitoring options that enable entrepreneurs to get granular with out invading anybody’s privateness. You’ll be able to study the fundamentals about server-side monitoring in our pixels vs postbacks article. For an in-depth take a look at this and different cookieless strategies, obtain our information to monitoring for efficiency advertising campaigns. Or just e mail us your questions at [email protected], and we’ll be joyful to stroll you thru it.
The loss of life of the third-party cookie is inevitable. Now there’s just a bit extra time to organize for it.
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Creator
Becky is the Senior Content material Advertising Supervisor at TUNE. Earlier than TUNE, she led a wide range of advertising and communications tasks at San Francisco startups. Becky acquired her bachelor’s diploma in English from Wake Forest College. After dwelling almost a decade in San Francisco and Seattle, she has returned to her house of Charleston, SC, the place you could find her having fun with the solar and salt water along with her household.
